Say Yes to Heaven

Originating from an outtake from Lana's third album Ultraviolence, a snippet of the track leaked and TikTok did its thing. Lana's fandom was clamoring for the track to be released, and this fervor only increased when a sped-up version surfaced. Working with our clients at Polydor, we geared up for the surprise release.

As always with Lana, her fandom was integral. Our campaign was a mixture of activating Lana-stans across social media and broadening her fan-base. We asked fans 'What else can we get Lana to release?' and leaned into the romantic themes in the song by getting the couples of TikTok to create content inspired by it.

Finally, as a sped-up sound had played such an important role in the build-up to release, we commissioned a range of other manipulated audios to further drive engagement with the track beyond release.